Case study: IKFCQB

Wendy Fenney
Feb 28, 2019
2 min read

The IKF is an Israeli-based global provider of training and protection services to the military, security, civilian, police and corporate VIP sectors.

The brief was to improve their website and create a global campaign to increase general awareness to promote an upcoming close protection course in Poland - delivering maximum results whilst adhering to a strict budget.

What was delivered:

New & improved website – launched within 3 weeks
Compiling scope for new website in-line with client’s brief & budget
Managing web design project from start to completion
Sourcing website builder
Creation of animated GIF & video to promote upcoming Close Protection Course
Manage Google Adwords campaign – 2 month campaign
Social media management – Facebook, post sharing across Twitter & Linked-in profiles
Blogs – Importance of skills updates and Top Tips for Hiring a Bodyguard
Launch of Israeli Protection Services – blog on “Essential Guide when hiring a Close Protection Officer / Bodyguard” and social media campaign.

Website scope:

Improved navigation / design / fonts / appearance
Desktop, tablet & mobile responsive
Multiple language translation
Interactive homepage with promotional area and prominent call to actions for Close Protection course and Israeli Protection Services
Dedicated landing pages for Close Protection course and Israeli Protection Services
Creation of Wordpress templates to enable easy updating and new page creation
Clear corporate messages, organisation’s purpose and USP
New copy for main pages, including company mission statement
Course calendar / course information / online booking
Multi-currency payment facility
Tactical clothing store
Social media news feed
Chat box
SEO
Instructors’ experience gallery
Google analytics & Facebook pixel tracking
Registration area / sign-up for newsletters / integration with mailchimp

The Campaign

A series of videos and animated gifs were developed as part of the campaign, as well as a "why choose IKF" short animation:

Essential Guide on Hiring a Close Protection Officer or Bodyguard - Blog Article & Social Media Campaign

Link to blog

A 2500-word evergreen article was written covering 12 points around the subject of hiring bodyguards or close protection officers. The target audiences of the article are those with security concerns; those considering employing personal protection – such as government officials, celebrities and the VIP community.

The purpose of the article from a marketing perspective was to increase awareness of IKF’s Israeli Protection Services and attract attention of those in the industry who may have security training requirements. Also, from a search engine perspective to increase visibility, rank and organic reach of the IKFCQB website.

The Results

Website statistics – month 1

Users – 1.6K (up 908) 127%

Sessions – 2.3K up 112%

New users 1.5K (up 794) 111% up

Social users up 47%

Direct users up 52%

Organic search up 176%

Referral up 130%

Goal conversions 155 (9.6% of traffic)

CPC average £0.52 / 705 clicks

Website statistics – month 2